Estimated sales of lacrosse shoes are about one-twentieth those of football shoes.

But on Monday and Tuesday, Nike was not entirely thinking about where lacrosse is today.

Instead, the Oregon sports equipment company is thinking about the growing popularity of the sport in the United States, its wealthier demographic and yet another opportunity to find its way into the nation's high school hallways.

On Monday and Tuesday, Nike was host of "The Ride," an invitation-only event for the nation's top-ranked boys and girls high school lacrosse players. The event was patterned after similar events Nike holds for football, basketball and soccer players.

The events feature expert coaching, top-notch competition and, for the participants, wide-eyed access to the company's headquarters near Beaverton. Nike also pays for participants' transportation and living expenses.

In return, Nike can reasonably expect to have a brand convert or even a youngster -- "an influencer"-- wearing Nike brand clothing and shoes in the schools.

View full sizeBoys participating in "The Ride" used Nike-brand lacrosse sticks and gloves and Cascade-brand helmets. Thomas Boyd / The Oregonian

"I've always stuck to Nike," Lake Oswego High School junior Madeline Reece, 16, said during a break from the action in the Tiger Woods Center. "I've just always grown up with Nike gear."

Nike, which boosted its presence in lacrosse about five years ago, has targeted what many regard as the fastest-growing team sport in the U.S.

"Lacrosse is a growing sport with a huge upside potential and a very affluent consumer base of 12-to 18-year-old boys -- and boys that are influencers with their peers," said sports business analyst Doug Drotman of New York.

"The sport is built upon style -- flashy uniforms, T-shirts and other gear. And the gear you wear on the field you also wear in the classroom."

A Nike spokesman declined to make a lacrosse executive available for an interview Tuesday.

As it has waded into a niche sport, Nike, outfitter of the National Football League and partner with some of the biggest sports name on the planet, has been careful about presenting an attitude of respect for lacrosse.

"It's important for a brand to be authentic to a player," said Max Seibald, a midfielder with the New York Lizards of Major League Lacrosse and one of four professional players coaching Tuesday at The Ride. "In our little community you can sniff out who's trying to be a poser. It's important to take the time to understand the athlete's needs."

Nike jumpstarted that education in part by partnering with STX Inc. of Baltimore on developing products, including lacrosse sticks.

"Definitely room for Nike to take over," Drotman said. "In addition there is a very big college component ... that matches up nicely to Nike's college relationships. "

When it comes to lacrosse shoes, Nike is gaining on the Warrior brand, the category leader owned by New Balance, said footwear analyst Matt Powell of SportsOneSource.

Lacrosse annual footwear sales in the U.S. total about $10 million annually, Powell said. Football shoes sales are about $200 million.

Baltimore-based Under Armour, a Nike competitor, is also focusing an increasing amount of resources on lacrosse, said Terry Foy, managing editor of the industry publication Inside Lacrosse.

"The growth rates are pretty exceptional," Foy said. "It's a very socio-economic appealing demographic -- your brand is in front of a lot of professional people. Some of the best universities in the world are associated with the sport."